There's no magic "100 links per page" limit, and chasing one is making your pages worse.

There's no magic "100 links per page" limit, and chasing one is making your pages worse.

Unpopular opinion: the old 100-links rule was a crawl-bandwidth guideline from 2008, not a ranking law. Modern Google happily crawls pages with hundreds of links.

But here's what's real and ignored: every additional link divides the equity that page passes. The cost isn't "penalty." The cost is dilution — each link gets a thinner slice.

So the question was never "how many links can I have." It's "how few can I get away with so the ones that matter hit harder."

Reframe it: subtraction is a linking strategy. Who's actually removing links to rank?